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Turn Every Interaction into an Experience

IntroductionHistorically, online marketers have focused on driving digital traffic to simply interact and transact with a customer while neglecting the most important goal: creating digital experiences. But times—and consumers—have changed. As industry analyst Ron Rogowski says, “Once upon a time, companies differentiated themselves almost entirely based on the things they made…in the new era, consumers expect experience to be that new differentiator.

We are now in what Forrester Research calls the “Age of the Customer,” where online consumers, not companies, ultimately hold the power. And this trend is irreversible. The barrier to entry for almost any online business is at an all-time low, which has resulted in nearly every type of business existing already. So how will your online business stand out in a crowded market?

The answer lies in the rich, personalized and connected experience you deliver to customers. However, providing exceptional experiences is considerably more challenging than just straight selling. Only now there is a way to deliver an individualized experience to each online visitor.

The stakes are getting higher. Forrester predicts that by 2015, U.S. online spending will exceed $250 billion, with an additional $100 billion coming from mobile commerce. The ability to capitalize on this growth hinges fully on the ability to provide real-time tailored and personalized consumer experiences across multiple channels. Interactions must give way to experiences to satisfy the increasingly sophisticated “empowered consumer.”

— by 2015, U.S. online spending will exceed

$250 billion

These new priorities are clear from the C-level down. In a recent IBM study, nearly 90% surveyed said their top priority is “getting closer to their customers,” while 75% of CMOs said they are unprepared for the multitude of ways customers can express themselves. Not to mention, marketers’ priorities are out of sync with today’s consumer needs. According to the study, 40% of marketers said converting site visitors to paying customers is their primary concern, but they only dedicate roughly 1% of their budgets to it—with the vast majority aimed at driving traffic to their websites. It’s a glaring contradiction that cannot continue.

90%—priority is “getting closer to their customers”

The reality is, online experiences can make or break a visitor’s experience—and a site’s ability to convert that visitor into a paying customer—within the first four to seven seconds of landing on a site. The price of failure is catastrophic. Approximately 75% of customers who have poor online experiences are unlikely to shop with that company again. Even something as simple as a one-second delay in page load time can result in 11% fewer page views and a 7% loss in conversion. For example, if your website earns $50,000 a day, this translates to a $1 million loss in a year. No online business can afford erosion of customer confidence and defection of profitable customers.

It’s time to start listening to consumers. The majority of them say they want websites to provide personalized experiences. Yet, only about 16 percent of companies even claim to provide a truly personalized experience—one that serves relevant content to each individual. But it can be done. Look at industry leader Amazon.com: $2 out of every $3 of its sales are from repeat purchasers who appreciate the ease of use and personalized service they receive. Yet, the overall industry average of repeat buyer sales is a mere 70 cents. It’s time for every online business to raise their game.

It’s time for every online business to raise their game

The good news is that with the right tools and processes, it’s now easy to stop the guesswork around which digital experiences offer compelling experiences, and which don’t. Using a combination of online testing and behavioral targeting, today’s smart companies are providing incredible, memorable experiences for their customers. In turn, they are seizing a real opportunity for differentiation as they look to grow their businesses and excite consumers.

At Maxymiser, our mission is to help you get to this level. We know you can deliver an Amazon-like experience (or better!) to every customer, across every digital channel. Together, our expert services team and world-class solutions deliver more than 7.4 billion personalized customer experiences for some of the world’s most iconic brands every year. We are changing the way enterprise businesses interact with their customers, and helping them grow and prosper in an increasingly fast-moving and complex market.

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We can help you turn every interaction into an experience

www.maxymiser.com